The ultimate fight that all Realtors fight is explaining the difference in a Full Service Realtor, such as myself, and a Discount Broker, such as Assist 2 Sell, Crossroads Realty…etc. Columbia SC Real Estate is full of both types of brokers.
Ever heard the saying, “if it’s too good to be true, it probably is”? Well, that is the case here. First here, I’ll talk about what I do for clients.
ME:
Before the initial appointment to list a house, I do a careful analysis of the property in your area, what they are selling for, how long they take to sell, how much the average listing is having to decrease the price to sell. When I meet with a prospective client, this is data I share with them. I want to know what you feel your house is worth and why. I want to know where you want to be in the next month, 3 months, 6 months. This will all help me devise my marketing plan.
After this basic info the true work starts. I sell homes for a living. I handle the largest investment that most people make in their lifetime, I remember this. This is your investment, where you raised your kids, where you have lived for years.
Keeping this in mind, I want you to be comfortable during the selling process…but it is not a dream world. I break the hard news and help you realize why we have to move around your favorite couch, paint your walls, remove that wall paper you adore. This is all for your benefit.
After this, we list the property. This involves paper work, the MLS, and several other things.
I put your house under warranty. A warranty insures your house to buyers. I have your house pre-inspected by my termite inspector so we have the peace of mind that there will be no problems when the new buyers have theirs go through.
I photograph your property. Inside and out, people will know how beautiful your home is.
The internet is the most important tool to sell houses. Your house will appear on over 55 websites! Trulia, Zillow, my personal website, my blog, homes.com, etc etc. The list continues.
In addition, different books such as TREB, Homes and Land. Every real estate agent licensed in the Columbia Area will receive a flyer in their email, fax, and postal mail. Your neighbors receive a “Just Listed” post card. I invite them to pick their own neighbors if they have friends looking to move into the area.
Virtual tours are made, websites are added, phone calls are made. The top Mortgage Brokers in Columbia that your house is for sale…by me! They know their buyers that have called to be qualified, and they let them know about my homes.
Agents are walked through your house. Not just agents, but agents that sell houses! A sign is erected, a call capture system is put into place.
I service your home. I make sure that your home is safe. This is very important for homes that are vacant as they are often targets for thieves who may strip the copper from the HVAC, case your home, or even steal the flag out front. Also, this makes sure there have been no pipes which have burst, fires, etc.
Most importantly, YOUR HOUSE SELLS.
Discount Brokers:
They List your house for 4%. I am not going to target any specific company.
As it states on 1 popular discount broker’s website: “We list your house for 4%” That is all they do. I don’t see anywhere where it says, “We sell your house for 4%”. I can list any house, but will it sell?
Here is how the commission breaks down for a discount broker:
$100,000 House ‘listed’ at 4%
$4,000 total commission
$3,000 goes to the buyers agent.
$1,000 goes to the listing agent.
50% goes to their broker, so the agent is down to $500.
Half goes to Uncle Sam, so the agent is down to $250.
Where is the money to market your property? To eat? To gas their car? For their childcare?
Which one will they choose? Market your property or eat?
I have a ’step-down’ commission schedule. I invite you to look at My Listing Package. I can both save you money, and sell your house!
My Listing Package
Filed under: Chapin, Columbia NE, Columbia SC Real Estate Marketing, Columbia SC Real Estate Neighborhoods, Irmo, Lexington, Sellers | Tagged: Columbia SC, discount broker, Irmo SC, Lexington SC, Listing, Sellers
I really appreciate the follow on Twitter but I disagree with you on this point. There is a valuable place for discount Realtors. When 80% of the properties sell due to Internet/MLS and a sign in the yard, the remainder of the marketing dollars go to self promoting advertising in homes magazines, newspaper… which also happen to be the most expensive forms of marketing. The ROI for these do not justify the cost. Remove what doesn’t work, focus on what does and go from there.
An accurately priced home (which takes into account condition and location) will sell in a reasonable amount of time (established by comps). As long as the sellers are aware of this upfront, the low commission structure work great.
Jay,
While I agree that some markets do have a place for Discount Brokers, mine doesnt. From what I understand, you are worth your salt and serve your clients.
The 2 main discount brokers around here have a 72% expiration rating. They refuse to take a listing for less than 180 days. They put the property on the MLS, small yard sign, and thats it.
Yard signs dont sell houses. I agree that the MLS does help sell houses to an extent.
Statistics don’t show that.
These are NAR’s stats from 06. 75% of houses sell b/c of Internet/MLS and a Yardsign. If you include word of mouth from friend, neighbors or knowing the seller you add another 11%.
That is an 86% success rate that requires no newspaper or homes magazine.
60% Internet/MLS
15% yard sign
11% word of mouth (knowing friends, family, seller)
8% builder (new homes)
5% newspaper
1% home books/magazines
less than 1% (other sources which total less than 1%)